Is this a strategy to be more inclusive, or just a blindfold? The first thing that jumps out is the shortening of the name, which is more inclusive and to the point. Adopt a guy, adopt a girl, adopt whoever you want. We will come back later in the article on this aspect. At this point, let's look at the verbal and visual branding. This shortening of the name is typically an apocope, a figure of speech that consists of removing the end of a word, as in "auto" instead of "automobile".
The apocope allows to get closer to the common language. This results in a familiar feel, as with a diminutive e. In short, it sends the signal that it has entered our daily lives. The logo, composed only of a linear typography futura-black type , refers to the trend of blanding , a term that hijacks the word branding to evoke the idea of maximum purification of the visual codes of the brand.
The message behind this phenomenon is to assert that the brand will seduce by the mere power of the product it sells and that it is sufficiently well known to no longer need to distinguish itself from the competition. No more need to illustrate, no more need for pictograms or other words, only "adopte" would be enough to qualify the brand, as a will to affirm their notoriety and to say "look, we are also in the big league". Whether this is legitimate or calculated remains to be seen: by suggesting that we are recognized, we become recognized.
When it was launched, the website adopteunmec. The principle limits the access to "opportunists", skimming at the same time the "low-end products", that is to say, those who can't afford it. Everything is based on this system where women consume men in a giant digital supermarket. The choice is between redheads, bearded men, ninjas, shy or romantic, labelled and proposed in a catalog as "regional products" or "new collection".
The adopte un mec picto-logo speaks for itself: the woman consumes male and, as the shopping cart indicates, we are talking about mass consumption. We're right in the middle of Sex and the City where Carrie and her friends roam the city in search of new outfits and conquests!
